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营销的话题曾是西方工商界灸手可热的话题,相关的书目令人目不暇给。然而,国人摒弃那种仅靠拍脑袋搞定的做法,开始引进营销理念,这还是近些年的事。 市场营销是指对构想、产品和服务的思路、定价、促销以及分销加以规划和实施,从而满足个人和团体需求的交换这样一个过程。显然,一个周密的营销策略,能使一个公司的产品一帆风顺,利润猛增,事业兴隆;反之,如果营销策略一旦失误,产品滞销,公司破产,这是市场经济条件下的冷酷现实。 导致两者成败的区别在哪里呢?最大区别在于一项产品或者一个公司如何去占有市场的决策;同时,在其中起着重要作用的是优秀的市场开拓人员。那么,如何制订有效的营销策略呢?
The topic of marketing was a hot topic for western business people to moxibustion, and the relevant books were overwhelming. However, it is still a matter of recent years for people in China to abandon the idea of getting their hands on their heads and introducing marketing ideas. Marketing is the process of planning and implementing ideas, products, and services ideas, pricing, promotions, and distribution to meet the needs of individuals and groups. Obviously, a well-thought-out marketing strategy can make a company’s products safer and more profitable. Its business is booming. On the other hand, if the marketing strategy fails, the products are unsalable and the company goes bankrupt, this is a grim reality in the market economy. What is the difference between the two? The biggest difference is the decision of how a product or a company can take over the market. At the same time, outstanding market pioneers play an important role. So, how to develop effective marketing strategy?